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Produktbild: Basics Advertising 02

Basics Advertising 02 Art Direction

Aus der Reihe Basics Advertising

Fr. 51.90

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Beschreibung

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing...

Beschreibung

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

Produktdetails

Einband

Taschenbuch
Erscheinungsdatum

01.06.2010
Abbildungen

200 colour illustrations
Verlag AVA Publishing

Produktdetails

Einband

Taschenbuch
Erscheinungsdatum

01.06.2010
Abbildungen

200 colour illustrations
Verlag AVA Publishing
Seitenzahl

186
Maße (L/B/H)

24.4/17/1.2 cm
Gewicht

487 g
Sprache

Englisch
ISBN

978-2-940411-21-4
Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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Die Leseprobe wird geladen.
  • Produktbild: Basics Advertising 02

  • How to get the most out of this book. Introduction. The role of the art director: What art direction is (and what it isn't); How art direction works; The creative team; The role of the art director; Working with the specialists and seeing the job through. The tools of art direction: Seeing things differently; Doing things differently; Give the audience something to discover; Using ambiguous imagery; Establishing a visual hierarchy; Creating visual impact; Simplicity and understatement; Creating a distinct look for the brand. Creating the adverts: Getting prepared; From visuals to the finished work; Photography; Illustration; Typography; Planning and storyboarding commercials. Media: Posters; Magazine and press; Television and cinema; Online; Direct; Ambient; Other media; Integrated media campaigns. Ideas and inspiration: Creative fuel; Finding inspiration and getting ideas; Emotion and empathy; How to tell whether your idea's any good. Getting a job as an art director: Putting your book together; Planning your campaign; Approaching agencies; What the agency is looking for; Your first placement and what happens next; Support and resources. Conclusion. Glossary. Useful contacts. Bibliography. Acknowledgements. Working with ethics.